10 design rules to keep in mind

(1) Communicate — don't decorate.
(2) Speak with a visual voice.
(3) Use two typeface families maximum. OK, maybe three.
(4) Pick colors on purpose.
(5) If you can do it with less, then do it.
(6) Negative space is magical — create it, don't just fill it up!
(7) Treat the type as image, as though it's just as important.
(8) Be universal; remember that it's not about you.
(9) Be decisive. Do it on purpose — or don't do it at all.
(10) Symmetry is the ultimate evil.From Design Elements: A Graphic Style Manual by Timothy Samara*